If you run a startup or write for one you’ve probably heard the phrase “content is king.” But let’s be honest: not all content deserves the throne.
I’ve worked with early-stage founders who were pumping out blog posts like a factory. Weeks later? Crickets. No signups. No conversions. Just a ghost town of unread content.
Why? Because strategy beats speed. And fluff doesn’t scale.
In this post, I’m breaking down what actually works when it comes to startup content strategy in 2025, and what’s just recycled advice with no ROI. Let’s get into it.
What Actually Works
1. Content That Solves a Specific Problem
You’re not writing a blog to show off vocabulary. You’re solving a problem. The best-performing content I’ve seen is laser-focused on user pain. No fluff. Just value.
Example: Instead of writing “Why Our Product Is Great,” try:
“How Broken Handoff Processes Are Killing Your Workflow and How to Fix Them.”
Pro Tip: Mine Reddit threads, support tickets, or sales calls. Your users are already telling you what they’re struggling with. You just need to turn it into content.
2. SEO-Driven Evergreen Content
SEO is not dead. But here’s the truth: ranking today is less about quantity and more about precision. Target low-competition, long-tail keywords that your users are actually searching for especially in niche SaaS or B2B industries.
Example: Instead of “best project management tools,” go with:
“How to Streamline Client Onboarding with a Project Management Tool”
These evergreen pieces bring in traffic long after your launch tweet fades.
My go-to tools:
Google Keyword Planner
Google Search Console
Ubersuggest
3. Case Studies & Real Proof
In the early days, nothing builds trust like results. Run a small experiment with your product, document it, and turn it into a case study.
Structure:
Problem your user had
Solution your product offered
Result (with real numbers)
Testimonial (a quote makes it human)
This type of content doesn’t just tell, it shows. And that’s powerful.
4. Founder-Led Thought Leadership
Especially at the early stage, your founder’s voice is more than just branding, it’s a moat. Audiences connect faster with people than products. So let the founder write or speak (even imperfectly) on:
What inspired the product
What they’re learning building in public
Industry takes with personal POV
Think Substack newsletters, LinkedIn posts, or personal Medium blogs. This human touch builds trust faster than any “About Us” page.
5. Product Explainability Content
This is the most underrated growth lever I see ignored. You built something complex? Break it down.
Write:
Product walkthroughs
How-to guides
Video tutorials
Visual feature explainers
This doesn’t just improve SEO, it reduces churn, helps onboarding, and supports your support team.
What’s Just Hype
1. Publishing for the Sake of Volume
If your content calendar says “post 5x/week,” but your posts are rushed, generic, or empty, stop posting.
One solid, search-optimized article that actually helps someone is worth ten forgettable ones.
Quality > Consistency > Volume. Always.
2. Trendy Buzzwords With No Value
We’ve all seen it: “Why Web3, AI, and Blockchain Will Revolutionize [Insert Industry Here].”
If the trend has nothing to do with your product or audience, you’re writing for no one.
Speak clearly. Solve real problems. Forget the jargon unless your users speak it too.
3. Empty Social Media Funnels
Posting daily on Twitter or LinkedIn? That’s fine but if your content doesn’t lead somewhere (newsletter, signup page, free trial), you’re just creating noise.
Every post should have a purpose.
4. Relying Too Heavily on AI-Generated Content
AI should support your writing, not replace your voice.
Tools like ChatGPT can help you brainstorm or outline. But if you hit publish without editing for tone, clarity, and relevance? It’ll sound robotic and your audience will bounce.
Final Thoughts
Startups don’t need 100 blog posts. They need the right 10. Your content should be intentional, not just inspirational.
If you’re building a startup or writing for one here’s your north star:
Solve a problem. Be findable. Show real results.
That’s the game.
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I write weekly about startup content strategy, SaaS copywriting, and how to break into tech writing (even if you're just starting out).
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Let’s build smarter, not louder.
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